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Extending CRM Usage to the Executive Level

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What if an executive could see into the future? What if an executive could see past the internal rhetoric to dig deep into the sales funnel or customer base and spot sales growth or dips well before they actually occur? Without question, this insight would dramatically impact the decision-making ability of the executive, as well as provide a more adaptable organization. While some may refer to this as the works of a fortune teller, the “crystal ball” exists today and is utilized by savvy executives in many small to mid-market companies. This crystal ball is far from voodoo or hocus pocus; it is the power of a strong customer relationship management (CRM) ERP software solution.

A business executive recently said, “I would give anything to be able to have visibility into my sales funnel and future revenue stream. In fact, I’d give anything just to be able to know what my sales representatives do each day and if they are actually making the sales calls they claim.” Given the amount of CRM capabilities that are available in the SMB market, this statement is surprising. While CRM was at its infancy stage years ago, the CRM packages of today are powerful.

In Enterprise 21, CRM is more than a module. It is fully-integrated into Enterprise 21 and reaches across the entire ERP suite. It is closely tied to online quoting and order management, accounts receivable, and even manufacturing and shipping. This holistic approach takes the usage of CRM from the sales force and extends it into the entire back office and the executive level. It allows CRM to become a tool for the entire organization.

When CRM data and usage is integrated into a decision support system, the daily activities of quoting, forecasting, and sales call reporting all become strong resources. These generic actions provide a consolidated view of the organization’s past and future activities.

In Enterprise 21, a CEO can see a wide range of information right from within his or her own personal dashboard. The dashboard not only provides information specific to the CEO’s needs, it provides it in the manner he or she desires and allows for further drill down or detailed analysis. This permits the CEO to view critical information such as sales funnel trending, anticipated revenue, and even a given sales person’s daily activities such as onsite sales calls, outstanding quotes, and newly entered sales orders. While this may be too much information for some, to the CEO who has four new hires, it may be just the information that is needed to know if a specific sales representative is delivering as promised.

CRM information can be extended even further to trigger alerts when changes occur in an existing customer’s buying trends. The worst customer is not the customer that constantly complains; the worst customer is the customer who quietly takes part or all of their business elsewhere without any notification or warning.

While Enterprise 21’s CRM functionality cannot change the customer’s communication style, the CRM module can warn of an unexpected drop or delay in a customer’s ongoing purchases or buying trends. While these CRM-based alerts are not necessarily a crystal ball, they are powerful and provide a means for facilitating proactive behavior on the part of the sales force or management team. Most importantly, the alerts and other dashboard information provide the information necessary to move the company from reactive behavior to much more successful proactive operations and communications.

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